“If I’d asked my customers what they wanted, they’d have said a faster horse.” – Henry Ford

Asking our customers, clients, stakeholders what they want in a new product, service, brand is what we do, right?  I don’t think Mr. Ford was indicating otherwise. His point was that sometimes (many times?) our customers don’t have the creativity, vision, inhibition to articulate how “what they want” actually looks, feels, tastes, smells.

Many times, our job is to take the essence of what our customers are asking for and put it in a whole new package. Something they wouldn’t have thought of — but that they love!

Listen, hear, and deliver something completely original.